How to Get An In With the Mommy Blogging Community

May 12, 2015

By Hannah Herreid, Media Relations Specialist, Business Wire

Connecting with Mommy bloggers has a wide range of benefits. Bloggers provide influence and reach on a more personal level which can result in increased audience loyalty and a higher response rate.  Mommy bloggers offer authenticity that can be hard to find at larger outlets.

Last week I attended the PRSA: Meet the Lifestyle & Family Bloggers in Manhattan. Four Mommy bloggers shared insight on the best ways to pitch, develop relationships and connect with bloggers of a similar demographic.

Mommy Bloggers

From left to right: Amy Oztan – Selfish Mom, Onica Cupido -The Mommy Factor, Jen Rabulan-Bertram -The Next Kid Thing, Nellie Acevedo – Brooklyn Active Mamma

Moderated By: Erica Saviano Tsioutas – Ketchum and Nicole Chismar – MSL Group, the speakers included Amy Oztan – Selfish Mom, Onica Cupido -The Mommy Factor, Jen Rabulan-Bertram -The Next Kid Thing, Nellie Acevedo – Brooklyn Active Mamma

Here are five takeaways from the panel.

Do Your Research: Not all bloggers are giveaway bloggers and not all bloggers have time to blog daily.
First and foremost, “Do Your Homework.”  Thorough research is one of the most important aspects of reaching bloggers.  Bloggers take pride in the topics they choose. They want to know that you are sincerely interested in what they care and write about. Like Amy Oztan from The Selfish Mom stated, “If I’m going to take the time to read your pitch, then I expect you to take the time to read what I write about.” This may seem obvious, but it can be overlooked when you’re in a time crunch. Make sure to take the time or wait until you have the time. Bloggers talk to each other, so don’t be the publicist who sent an irrelevant pitch.

Make a Genuine Connection:  Mass emails are a thing of the past.
As we’ve heard time and time again, building relationships and contributing to valuable conversations are crucial for public relations. This theme still applies in reaching bloggers large and small. How do you achieve “Valuable” communication? Like any relationship, make an effort to connect and understand the person. Does the blogger have a son or daughter? What is their favorite hobby?  Do they love engaging in conversations on Twitter? Find their touch points and make sure you touch on them. Like exercising, make an effort and you’ll see the results.

Be on Your Trend Game: Watch for holidays, social media, news, events, and pop culture.
Similar to larger media outlets, bloggers are interested in exclusivity and being topical. They want new stories to break on their blog; especially products, events or something that is trending in the digital realm. If your company news can correlate with an event or something that is trending, your chances of getting pickup are much higher.  Be familiar with what’s happing in the social media world. It’s  quick and easy to find what’s popular and what your bloggers are excited about. Like Nellie Acevedo from Brooklyn Active Mamma said, “Twitter gives life to the voices in my head.”

Create a Partnership: Lay out the benefits for everyone involved.
Many bloggers participate in brand ambassador programs as a way of getting paid, or for an opportunity to experience something interesting and new. Partnering with a blogger can be a simple way to gain awareness for your brand and an easy step to the start of a relationship. Make sure your communication with the blogger is clear and concise. Every detail should be laid out including: your final goals, frequency in posts and content of posts, as well as length, and parameters. If you don’t have the budget for a partnership, offer exclusive stories, product, or a guest post on your company website.

Gifting: Be straight forward and know what their tastes are.
If you want to gift a Mommy blogger, take a look at her social media and confirm that what you’re sending will be useful. If her kids are 10 and 12 do not send baby food samples. Send a note, and make sure to include your contact information and an end goal. For example: “Dear xx, I noticed you’ll be taking a trip to the Bahamas next week with your daughter, so I wanted to share these funky flip flops for fun in the sun. Feel free to tag us on Twitter and/or Instagram at @____ if you wear them. Have a wonderful vacation!”  Keep in mind that if you’ve invited a blogger to an event, most bloggers will take car service over a “swag bag” any day.

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The State of News Media in 2015: Say Hello to the Mobile Generation

May 7, 2015

By Vilan Trub, Business Wire

Millennials have been riding the wave of digital revolution for close to a decade, leaving behind a wake of influence over every industry. Well, for news media, the crest just broke and as we all bob up and down in an ocean of technology, we need to brace for the oncoming information tidal wave known as the mobile generation.

The Pew Research Center has released a series of data detailing the current state of news media for 2015 and the numbers are as era defining as when the final issues of LIFE magazine saw their way to the printers. Of the top 50 digital news websites, 39 saw more traffic to their sites and associated applications come from a mobile source than from a desktop computer.

Pew Research Digital News Viewss

Trying to understand this trend is pointless. It doesn’t matter if people are choosing to use mobile devices because of their convenience while on the go or out of actual preference. What does matter is the growing dominance of mobile technology and communication professionals must adapt, just as they did nearly a decade ago when Millennials first opened the doors on modern news consumption.

In January of 2015, Yahoo-ABC News saw 93,160 unique visitors to their sites and associated applications coming from mobile devices while only 59,099 visited from a desktop computer. Other news outlets that saw similar disparity include CNN Network, NBC News Digital, Huffington Post, USA Today sites, BuzzFeed, and The New York Times Brand. For the communications industry, this pattern dictates that both editorial news, and company issued news, must be compatible with mobile platforms in order to reach the desired audience.

Besides shedding light on how people consume their news, the Pew analysis also revealed a startling trend. Although individuals more often consume their news using a mobile device, they spend less time doing so per visit. For 40 of the 50 top news sites, visitors using desktop computers spent the same if not more time per visit. For 25 of those sites, the time spent per visit from desktop users was at least 10% higher when compared to those using a mobile device.

It is clear to news outlets that it is becoming harder to keep an individual’s attention on a single piece of news. This is a challenge communication professionals have been facing for years.  And the answer is the same for both types of content creation; in each case, article or news release, the addition of multimedia is statistically shown to be more effective in MasterCard Pricelesskeeping a viewer engaged and scientifically shown to convey a message in a much shorter amount of time than a text-only message, 60,000 times faster to be exact. Consider multimedia as a passport, allowing editorial coverage and news releases to travel safely and efficiently into mobile territory. Interactive multimedia, the gamification of the news release, has shown an average engagement of 6:12 minutes. Compare that to the average engagement with text-only news releases of only 20 and 30 seconds.

The facts are in and the best practice would be to analyze them and, as with every wave, go with the flow. The mobile generation wants their news when they want it, and when they get it, they don’t want it for long. That’s not to say that the public has lost interest; on the contrary, news consumption is at an all-time high. It’s just a different type of news consumption, one that engages more senses, and communication pros need to take notice and make changes to the process today. Remember, you can fight that wave and lose, drowning in a constant evolution of technology serving up a constant stream of content, or you can ride it out and bask in the sunshine above.

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Business Wire Roundtable: Mixing with Chicago Media

April 28, 2015

By Whitney Cowit and Courtney Saltzman, Business Wire Chicago

On Wednesday, April 22, Business Wire Chicago held its first Media Roundtable and Speed Networking event featuring journalists and editors from across the print, TV and radio industry. Organized in 15-minute Q&A sessions, attendees met with reporters to discuss topics such as their role in the news cycle, how they find content and what information is most valuable to them.

Media participants included some of the biggest outlets in the industry, with contributions from:

The Business Wire Chicago team had an opportunity to participate in the sessions and share back key learnings. Below is a sampling of what they heard.

What is the best form of outreach for pitching stories?

  • Carrie Walker of ABC Chicago 7 is open to texts, calls or emails. If it’s breaking news, she wants to know about it. Additionally, she indicates that you can pitch news anchors directly. They often have influence over the stories they broadcast.
  • Alexia Elejalde-Ruiz of the Chicago Tribune recommends email. She mentions if you don’t hear back, follow up with a phone call and eventually she will get back to you.
  • Kathy Chaney of WBEZ 91.5 states she prefers email for pitches or via social media channels. Please don’t fax!
  • Mary Wisniewski with Thomson Reuters says no phone calls, as emails are always preferred.
  • Natalie Perez with Univision requests that you contact her assignment desk directly via email or phone. They also have their own social channels for outreach.

NUVI Chicago

What are some of the best ways to develop relationships with media?

  • Elejalde-Ruiz (Chicago Tribune) says no gifts. She would rather have an in-person meeting over coffee or lunch so she can hear your story idea and ask questions.
  • Walker (ABC Chicago 7) emphasizes that developing strong relationships with media is key. In her words, everyone has a job to do and if a PR person can deliver quality content he/she will make a good impression.

What information should PR communicators include in their subject line?

  • Elejalde-Ruiz (Chicago Tribune) says including the word “Exclusive” always helps. Additionally, make sure stories are relevant to the reporter’s beat. Further, if you were referred to her via another media point, include this in the subject line.
  • Walker (ABC Chicago 7) recommends including the words “Current” or “Today” as a way for her to denote pressing news from tomorrow’s stories.
  • Wisniewski (Thomson Reuters) prefers content that relates to national trends, top stories and legislation ‘hot topics.’ Be sure to include these keywords in the subject line of your email pitch.
  • Chaney (WBEZ 91.5) suggests you never be vague in a subject line. The more detail you can provide the more inclined she’ll be to open your pitch.

What information should PR communicators include in their email pitches?

  • Walker (ABC Chicago 7) loves to see multimedia accompanying a pitch since it shapes the story. She also looks for expert sources that are relevant to her beat and the stories she is covering. Finally, she suggests always leaving out one important detail. It will give her a reason to call.
  • When pitching an expert source, Chaney (WBEZ 91.5) recommends including other places your source has been quoted or recent appearances within broadcast coverage. Additionally, she suggests you include unique angles to stories that may have previously been thought of as commonplace.
  • Elejalde-Ruiz (Chicago Tribune) recommends being as straight-forward and concise in your emails as possible. Avoiding irrelevant details helps her quickly assess the news angle to see if it’s relevant to her publication.
  • Perez (Univision) prefers storylines that offer a human element and appeal to emotions.

What details should PR communicators avoid in their email pitches?

  • Elejalde-Ruiz (Chicago Tribune) does not believe surveys are a good source of information. Pitches that include these are typically ignored.
  • Walker (ABC Chicago 7) asks that PR people do not send b-roll footage or videos as ABC 7 Chicago will usually obtain their own for broadcasting. Additionally, satellite media tours no longer provide useful content for their coverage.
  • Wisniewski (Thomson Reuters) says not to include any attachments with your pitch. She also suggests avoiding repeat pitching and redundant emails since she will follow up on stories she’s interested in covering.

How do media measure the success of their stories?

  • Chaney (WBEZ 91.5) utilizes social channels such as Twitter, Facebook, Instagram or Sound Cloud for metrics.
  • Elejalde-Ruiz (Chicago Tribune) relies on headline clicks as a form of measurement.
  • Walker (ABC Chicago 7) receives daily reporting on her ratings.

Reporter Metrics

Where do media find most of their story ideas and leads?

  • Chaney (WBEZ 91.5) states that press releases are her number one source for news and information. In addition, she utilizes the AP Daybook each day, but often finds the need for supplemental information as the Daybook does not offer a complete overview. She also believes that journalists cannot do their job unless they are on social media.
  • Similarly, Perez (Univision) uses press releases as her primary source of information. She states that press releases that include multimedia (photos, videos, images) are a bonus. As a secondary resource, she often utilizes social media, Facebook in particular, to find exclusive stories.
  • Wisniewski (Thomson Reuters) utilizes social media as a source for news since it’s the quickest and most up-to-date resource available.

bizwireresearch

What else do PR professionals need to know?

  • According to Walker (ABC Chicago 7), in-studio guest appearances need to be booked at least 4 weeks in advance. Weekends are often a good opportunity for “feel good” stories. When pitching this type of content, keep that in mind. She also enjoys great visuals and finding a unique approach to each story. For example, rather than merely covering a large event, Walker often follows an individual attending the event (or one affected by the cause) to gain an inside perspective and depict how the outcome of this event will impact this individual’s life moving forward.
  • Chaney (WBEZ 91.5) says that journalists want PR professionals who will advance their story and give them something that you haven’t given to other media outlets. Media are always hungry for an exclusive.
  • All of our media guests stated that whether or not news is relevant to their beat, they will often pass it along and share with colleagues to whom it would be relevant.

Reporters Prefer Business Wire

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One on One with VentureBeat’s Founder and CEO, Matt Marshall

April 6, 2015

By Matt Van Tassel, Business Wire

With over a year since Business Wire signed an exclusive wire partnership with VentureBeat, I thought this was a perfect

Matt Marshall, CEO and Founder

Matt Marshall, CEO and Founder

opportunity to sit down with Matt Marshall, the man behind this great news organization.

For those of you who are unfamiliar with our partner, VentureBeat is a powerful channel for Business Wire clients looking to engage venture capital funds and influencers. The highly targeted audience for VentureBeat includes potential investors, business decision-makers, tech industry leaders, and consumer enthusiasts with a keen interest in the latest innovative products and services. By adding news releases to VentureBeat, Business Wire clients gain access to the venture capital news mix, with stories aimed at VC-backed innovation, deal flow and liquidity.

Matt Marshall, Founder & CEO of VentureBeat, launched the website in 2006 in response to the lack of coverage in the entrepreneurial and tech space. Matt began his writing career with the Washington Post in 1994 and covered venture capital for the San Jose Mercury News prior to starting VentureBeat. In 2002, Matt was awarded “Journalist of the Year” by the Northern California Society of Professional Journalists. Matt’s impressive background, experience and passion were clearly evident when we spoke to him about VentureBeat.

Matt, give our readers a little background, what is VentureBeat?
VentureBeat is a media company that covers disruptive technology and why it matters in our lives. We are headquartered in San Francisco, with a news bureau in New York and staff writers in France and the United Kingdom. The company, now at 44 people, is divided into News, Events and Research. Events produces six events per year, targeting C-level executives and founders. VB Insight, our new, VC-backed research offering, focuses on reports tracking mobile monetization and marketing automation.

VentureBeat

VentureBeat

How did VentureBeat get started?
The company began in 2006 as a personal project. I was working at the San Jose Mercury News and blogging in my free time. This blog was the seed of what became VentureBeat.

Who is VentureBeat’s target audience?
VentureBeat is what I call a “B2B2C” play.

We target people who are already in the technology industry, along with those who aspire to be in it. As our conference participants show, our audience is comprised of C-level executives at leading technology startups, senior technologists at blue chip technology companies, investors, analysts and leading academics. Other notable participants include young people early in their technology careers, many of them starting their own companies, as well as regular folks interested in what’s happening at the forefront of innovation.

What kind of traffic volume do you receive – daily, weekly, monthly?
Our most recent numbers are 7.5 million uniques per month. Volume varies, of course, depending on the news or if we’re hosting a conference.

Is there a particular industry or sector that you gravitate towards (or perhaps is trending now)?

The general “beat” at VentureBeat is innovation. But lately, we’ve started focusing on the new technologies and strategies companies are using to achieve impressive growth, given the explosion of the smartphone and other channels.

Whether it is in the area of social, mobile or marketing automation, there are thousands of promising companies. As it has been with other market segments, our job has been to filter through those technologies, and report which ones are really working. We’re doing that through our news, but also our events, and increasingly our research initiative, called VB Insight.

What do you look for when you are going to write a story?
It goes back to innovation. If a company is disrupting an entrenched business, that’s a story. If a company aspires to change the world through online education or a health care device, that’s also a story. The bottom line is that we want to bring our readers the news from the front lines of this industry.Business Wire VB Logo

Does multimedia play an important role in VB’s reporting process?
We’re open to anything that gets the story across in a compelling way.

Is there a funding round or minimum amount of funding required for a story to be written?
We don’t play those games at VentureBeat. If a startup has an innovative value proposition, we will write about them. We don’t care if the company is two guys in a garage.

How does VentureBeat differentiate itself from other online news portals?
We distinguish ourselves in two ways: The first is that we bring old-fashioned shoe-leather journalism to a world moving at Internet speed.  We don’t rely on gossip or un-sourced pieces. We get the story fast, but we also get it in full.

The second difference is breadth of coverage.  We don’t just chase the next funding announcement. We do science pieces, stories that explore the human impact of technology, pieces that are often critical of the received values of the industry itself.

How is VentureBeat perceived versus competing websites, like TechCrunch or Wired?
TechCrunch is great, fast, and snarky. It’s also pretty loud, and sometimes had a hard time buckling down and covering the most innovative trends with serious analysis. That’s where we think VentureBeat adds greater value. You’ll see us go a lot deeper in areas of marketing technology, for example, where we bring in the expertise we’ve generated from our VB Insight research initiative. We bring a depth of insight that is unparalleled, because of our data set draws from tens of thousands of technology users. The same goes for Wired, to some extent. Wired covers a lot of cool, wonky stuff, which we also try to do. But they’re less focused on the business leader — that practitioner who really needs to get things done and needs to make critical decisions on the tech they’re using.

What is the most important benefit VentureBeat offers its readers? 
Our goal is to inform–and inspire.

What were some of the reasons that helped VentureBeat decide on moving forward with the Business Wire partnership?Press Releases on Venture Beat
There were two reasons: The first was your brand. The second was the community of sophisticated business users that support that brand.

What are some of the advantages for Business Wire clients posting their news releases to VentureBeat?
The chief advantage is direct access to one of the most sophisticated and influential technology/business audiences in the industry today: 35% of VB readers are C-level; 58% director-level and above; 70% have final purchasing power at their jobs.

How can VentureBeat contribute to driving brand awareness for our clients’ websites?
Again, it goes back to our audience. Their influence, combined with their engagement and regular sharing of content across their social channels, leads to that increased brand awareness.

To learn more about how your company’s news releases can benefit from Business Wire’s exclusive partnership with VentureBeat, click here.


Top 5 Things Journalists Look for in a News Release

April 6, 2015

By Vilan Trub, Business Wire

Journalists and media professionals get bombarded daily with emails and news releases. Those same journalists and media professionals also don’t have a lot of time. Make sure that you’re doing everything you can to grab their attention by giving them exactly what they’re looking for. What are they looking for?

Who are you?

Before you write your news release, you have to answer one big question.  What is the name of a great The Who song, the theme song to a CSI spin-off, and the question that every news release must answer?

Who are you?

yay-15034446-digital

News is an industry of trust, so always ask yourself, why should journalists trust me? Treat a press release like a self-endorsement when trying to arrange a blind date. What are your best features and why would you (or your news release) be a perfect match for someone? It’s also good to have a trusted mutual friend, such as a newswire service, to make the introduction to your desired media outlet. Remember, you must woo a journalist with your release.

A key tip is to include a well-written boilerplate  at the bottom of your release. A boilerplate is a mini-bio of your company that lets the reader know exactly what you do.

A Headline Comes First
Before a journalist reads your release, they first see the headline. The headline is like a trailer to a movie, one that is well made will garner the interest of the audience. A bad headline, however, is the last thing that gets read before a journalist moves on to their next email.

A good tip for putting together a strong headline is to remember what the reader is looking for: information. Avoid using click-bait tactics because media pros have developed a keen sense of what to look out for. There are good reads online about the difference between click-bait and a well-made news releases, so make sure to be on the lookout.

CoSchedule Headline Analyzer

There is even an online headline analyzer by CoSchedule to help you craft the perfect headline that hooks the reader in and doesn’t let go.

The Ws
Journalists aren’t looking to read Moby Dick when opening your news release. Today’s reporters are looking for two key 5 Wselements.  They want to know the facts, and they want to know the story behind the facts – the one that tells why the product was made, who it impacts, what that impact was and why it would impact the publication’s core audience.  This is when you turn to your “W”s!

Who, what, where, when, and why is an exercise taught in elementary schools so that students can get a grasp of how to break down a story to its most basic and relevant elements. Use this same exercise when drafting your release because journalists don’t want to go looking for key story elements. By reducing the amount of work needed for a third party to tell your story you will find a much higher likelihood of coverage and engagement with your news.

Social Sharing

Social Media is Honey – Use It
Every news release is designed to attract readers. In the digital age, social media has become a swap meet where information is traded free of charge. Including social media links to your news release gives people the opportunity to easily distribute your news, the very same news you want covered by journalists. The name of the game is reach so make it easier for people to distribute and redistribute your release.

Multimedia
Cavemen didn’t write paragraphs about the beauty of horses. They made drawings on cave walls that are easy to understand even today! Believe it or not, that was the earliest form of multimedia.

Thanks to technical and mobile device advancements and penetration, humans are creating and consuming multimedia at unheard of rates. When thinking about crafting your press release, you must understand that multimedia supplements are no longer optional. Reporters and consumers use multimedia to create emotional connections and to showcase the real “why” behind your news.

In a 2014 Business Wire study of more than 300 journalists and media professionals, more than half (54%) are more likely to review a press release that includes multimedia than one that does not. The preferred media are photographs, by a staggering 73% of those participating in the survey.

bizwiremultimedia

But even multimedia is changing. With more than 63% of the world being visual and interactive learners, static multimedia is being replaced with interactive assets such as the Business Wire News and Picture Capsules that create engagement opportunities for newsreaders. These capsules are so engaging that the average viewer is now spending between 4-10 minutes per Capsule, just consuming the related content they host. Check out the one Six Flags used to announce one of their famous roller coasters would be running backwards for a limited time.

Batman

Hundreds of news releases are sent out each day, make sure that your next one stands out. Follow these steps to grab the reader and make sure that they’re getting, and sharing your message.


ICYMI: Meet The Washington D.C. Tech Media

April 3, 2015

By Simon Ogus, Business Wire

As a technology reporter in the digital age, life has become pretty crazy. You are expected to be an early adapter to the new tech toys, be an early adapter and work non-stop in today’s 24/7 news cycle.

mediarelations

 

Hoping to bridge the gap between the reporter and the PR professional, Business Wire Washington, DC hosted a “Meet the Technology” media panel on focusing on the latest trends in the world of technology reporting.  The panel consisted of five established names in the Washington, DC technology reporting industry and the topics discussed included how reporters utilize social media professionallyhow to effectively organize a pitch and the best ways to get a reporter’s attention in today’s non-stop news cycle.

Speakers:
Paul Sherman, Editor and Publisher of Potomac Tech Wire – @PaulRSherman
Kasra Kangarloo, Reporter, Washington Business Journal – @TechFlashWBJ
Rob Pegoraro – Columnist, Yahoo! Tech – @RobPegoraro
Joseph Marks – Reporter, Politico – @Joseph_Marks_
Hayley Tsuyakama – Reporter, Washington Post – @htsuka

How Reporters Prefer to Be Pitched
The panel began with how reporters can ideally and most efficiently be pitched in the current times. The near unanimous sentiment was that pitching by e-mail was preferred over phone and social media. Paul Sherman flatly said that “phone pitching, while not dead is much rarer these days”.  Every panelists agreed.  Phone calls with pitches often will fall through the cracks as the reporter might not be at their desk or lose track of the phone call or message throughout their busy day.

Photo by Jennifer Dunn

Photo by Jennifer Dunn

Hayley Tsuyakama noted that she liked receiving emails from PR pros “because those pitches can be saved if I am busy, flagged if I want to make sure I see them later and easily searchable through modern e-mail capabilities.” This illustrates a strong point about email, even if they aren’t used immediately, they can be found easily via keyword searches of the e-mail text, subject or sender’s contact information.

But email is not the only way to reach reporters.  When the conversation turned to the role of newswires in the news gathering process, each of the panelists agreed that newswires offer a wide range of benefits over releases pitched directly by the individual company.  Sherman said he “uses Business Wire as a source every day.”  In addition, the speakers noted that newswires are both convenient and a good source of accurate information.

What to include in your pitch
Knowing how to pitch a reporter also immensely aided by knowing where the reporter gathers news ideas and what kinds of topics and trends they find important. Ultimately a public relations professional may love their own story or find it extremely important, but it is up to the reporter to determine if they want to cover it.  So what is a pitch that will catch a reporter’s eye? Rob Pegoraro said If I can learn something myself and teach my readers at the same time, then I have found a great story to cover.” Reporters are busier than ever trying to uncover impactful story ideas. As Sherman said “competitors are not just other outlets, but social media as well. Anyone is a source now with smartphones, the job is much more competitive in 2015.” So how does this affect the PR professional? Reporter’s time is now more valuable than ever, so getting your message across takes additional strategy and tactics. While the content of your story will be what gets you covered, the panelists did provide a few other ways to catch their attention.

Meet the DC Tech Media

Provide an Expert Marks said “Being able to provide an expert to your pitch is very important, it is great to learn stuff from a pitch that you don’t already know. If your spokesperson has great credentials, feel free to pitch anytime, not just when a breach happens in my cybersecurity reporting.” This is a strong message for all communicators  always try to have an expert at your disposal for technical pitches as they will help to catch the eye of the reporter trying to explain complex content matter.

Be Easy to Find
Additionally Kasra Kangarloo said being active on Twitter is important for communications skills. “It’s easier to find a @twitter profile than an email address, so I may reach out by tweet instead of email.” As well all know Twitter is the main hub of spontaneous communication, so having an active presence could get you that dialogue going with a reporter that could eventually lead to coverage for your client.

Leverage Partners (and don’t forget to include financial data)
The conversation shifted to Kangarloo’s coverage of technology startups and what he looks for in a good new startup to cover for the Business Journal. He had some great advice for anyone trying to get media coverage for a newer startup. He said “Get your name out there, I want to hear you from someone else. Not from yourself, anyone can talk about themselves. Hearing about your startup from someone else will pique my interest.” He also reminded the audience that data such as revenue is key for securing coverage, especially for today’s startups.

Read Your Pitch, First (on a mobile device) 
While the subject matter of the news release is always paramount, the panel did mention some tips on best practices to get them interested in a story.  Pegoraro Reminded the audience that most reporters work off mobile devices and suggested PR professionals read their pitch on their own mobile device to ensure the most salient points appear at the top of the device.

As the discussion came to a close there was an interesting question from the audience about what defines journalistic success in 2015. Lots of outlets strictly look at click-rates which often times leads to stories that perhaps aren’t the most informed content on the web. The reporters responded honestly and the majority said they were very aware of their analytics for their stories and that plays a major role in how their performance has been, but there is more to the process. Pegoraro said “making readers smart is a focus of journalistic success in additional to analytics.” This tweet from the event also goes on to say what additional words were said on the topic.

Journalism today has changed.  Reporters are expected to do more, in less time.  Crafting interesting pitches, tailored to each media outlet’s needs and utilizing smart distribution methods will help you increase your coverage and overall visibility.  For additional commentary on this discussion please check out the hashtag #bwchat.


PR Tip: How to Keep Track of the Universe of Tech Events

March 31, 2015

by Travis Van, Founder, ITDatabase and Vilan Trub, Business Wire

It’s getting hard to even think of tech as an “industry” anymore.

Tech is much bigger than any one vertical (like automotive or financial services). Tech’s more like a galaxy or universe. And keeping track of the tech industry’s tens of thousands of events is like trying to count stars in the sky.

As technology has become “horizontal” and deeply impacts every single industry, Business Wire’s Trade Show Group has seen an explosion of events. Mega-shows like CES, Mobile World Congress and a handful of others are hugely important – but today, most important tech companies are also event organizers, and every technology that has any sort of inertia has its own dedicated user groups and regional workshops.

TradeShow Calendar 2

For the modern marketing and PR pro, promoting technology requires knowing the most important events that matter to the audience(s) you’re targeting – and this task has truly become a nightmare. You have to discover events, you have to qualify their importance and relevance, and you have to stay on top of dates and deadlines.

Everyone knows about CES, but how do you discover the new wearables conferences that are being hosted by top tier vendors and investors? Everyone knows about OSCON, but how do you find all of the influential hackathons that attract open source developers at regional levels?  Each industry has its well-known behemoths, but then at the next-level the important (but smaller) and new (but hot) events are the needles in the haystack….

To address this obvious pain point for tech companies, Business Wire has co-created TechCalendar – a new directory of tech events that is much more comprehensive and easy to use than any other available method. We’ve isolated the hardest parts of discovering and tracking tech events and boiled it down into a much simpler workflow. With this tool, you can find all the tech events or awards relevant to you by simply searching keywords, topics, in the tech industry’s most comprehensive database (12,000 events and growing every day).

TechCalendar 2015 Example

In addition to keeping track of industry events, TechCalendar allows you to also follow organizers and topics that match your interests so that all opportunities are accessible with a single click. And you can integrate your TechCalendar with your calendar client (Outlook, Google Calendar, etc.) and share calendars with everyone on your team (or export to .CSV / Excel).

For tech companies, the pain of tracking tech events is universal. No one has time these days to try to track all of this manually, in spreadsheets. If you’ve found yourself struggling to find your way in the universe of tech events, give TechCalendar a look.

Click here to tell your colleagues about TechCalendar: http://ctt.ec/kUiCU

Learn everything you need to know about increasing visibility and impact while at trade shows by downloading our guide at: http://go.businesswire.com/Tradeshow-Publicity-Guide 


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